CHAPTER 3 METHODOLOGY 3.0 Introduction the Purpose of This
CHAPTER 3 METHODOLOGY 3.0 Introduction The purpose of this descriptive study is to analyse the language used in Malaysian radio advertisements from two aspects - literary devices and vocabulary. This research aims to ascertain and provide evidence to the existence of literary devices in Malaysian radio advertisements. As for the vocabulary, two facets are investigated. Firstly, words and phrases that are frequently employed in the radio advertisement are looked into. Secondly, based on the findings of research done by Leech (1966), a comparison is done on the frequency of verbs and adjectives used in Malaysian radio advertisements. Leech‟s (1966) findings research revealed verbs such as make, get, give, have, see, go, come, buy, need, go know, keep and look were the most frequently used. As for adjectives new, free, fresh, delicious, good/better/best, full, sure, clean, wonderful, special, crisp, fine, big, great, real, easy, bright, extra, safe and rich were found to be frequently used in the same samples. As mentioned in the previous chapter, radio is ubiquitous and has a high level of penetration into the homes and lives of its users. As time goes by, radio advertisements are getting more creative and competitive in order to not only attract but to also be memorable in the hearts and minds of its listeners. 3.1 The Data The data for this research are radio advertisements in English. Thirty advertisements were used from two prominent radio stations in Malaysia. 29 3.1.1 Rationale for Data Source The radio stations which were chosen are hitz. fm and MIX fm.
[Show full text]